Staples features local businessman on website

Date: 12/12/2012

By Carley Dangona

carley@thereminder.com

AGAWAM — Hometown entrepreneur Alfonso Santaniello and his company The Creative Strategy Agency (CSA) were handpicked by Staples out of thousands of candidates to be the first small business featured on its Solutions Center, a database of resources, such as expert advice and articles, for small business owners to reference.

"It's really exciting," Santaniello said. "I'm grateful for the opportunity. They really liked my story I'm to represent Western Massachusetts."

Santaniello created CSA, a digital marketing and advertising company housed on Main Street in Springfield, three years ago after he was laid off from a marketing firm in Boston.

"I tried staying there because I wanted to live in Boston, but I couldn't find a job," he explained. "I'm impatient — in a good way — I didn't settle for the first marketing or sales job that I came across. I decided to move home because there were more opportunities to get my name out quicker."

He continued, "I registered the business in August 2009. The first two years were challenging. I had to prove myself to my customers, family and myself. There were lots of ups and downs."

Originally, CSA was located in Holyoke, but once Santaniello realized he was spending many hours commuting, he relocated the company to Springfield this past October.

His business approach is one that "doesn't step on toes." Santaniello said, "I don't accept work from direct competitors of companies who are already clients. That makes every day different [because CSA is working with a variety of companies]. We love coming up with new ideas. We never repeat anything."

Santaniello described the goal of CSA. "We want to bridge the gap between businesses and people," he said. "Digital marketing and social media need to focus on the consumer, not the numbers."

The CSA staff, which consists of Santaniello, a social media coordinator, a digital strategist and two interns, works with their clients to create a team effort.

"We have a personable approach. We as a team are personally invested [in the projects]. We want to work together with the clients, not for them we want to build long-term, lasting relationships with our clients. What you see is what you get," Santaniello commented.

In addition to owning CSA, Santaniello participates in many organizations. He serves on the Board of Directors for the Young Professionals Society of Greater Springfield (YPS) and is a board member for Human Resources Unlimited (HRU).

YPS is nonprofit comprised of business owners who seek to expand their community ties through a variety of activities and workshops. HRU is a group that provides skill training and job placement resources to those in the community with special needs whether they are physical, mental or financial.

"I love what I do. I have a great team of colleagues and friends — a community of people supporting me," Santaniello added.

He jokingly added that his immediate goals are to finish moving into the new office and to find room for the air hockey table. Long-term, he'd like to keep building his clientele by providing innovative designs and an offering approachability, unique in the business world.

To view the article with Santaniello, go to www.staples.com/sbd/cre/tech-services/explore-tips-and-advice/tech-articles/small-business-interview-creative-strategies-agency.html. To learn more about CSA visit http://tcsaonline.com.